Only 13% have certain specific characters that they prefer to have on all or most of their baby products; 16% have certain specific characters on some of their baby products while 15% prefer to buy baby products that don't feature characters. It seems that getting it right can pay dividends but getting it wrong comes with a high cost!

Which characters are the favourite with Mums? Unsurprisingly, Winnie the Pooh comes out tops with 66% saying they like having the character on their baby products. Disney Princess attracted 23% and Peter Rabbit/Beatrix Potter 21%. Some other characters were popular - Humphrey's Corner (18%), Thomas the Tank Engine (15%); Bob the Builder (13%); Noddy (9%); Dora the Explorer (8%); Fifi and the Flowertots (7%); Fireman Sam (7%) and Peppa Pig (4%). What I find interesting is that a number are characters from current TV programs. It pays to keep in touch so if you need an excuse to watch children's television…..

The business of using licenses can be a minefield. By the time you read this, Brand Licensing 2007 exhibition will have come and gone and you will have missed out on the opportunity this year. But it is expected to run again at the beginning of October next year. One feature of the exhibition is the number of seminars that are run each day. Looking at this year's program you could learn everything there is to know about licensing from how to make the most of your brand to the legal nittygritty.

Well worth a visit!

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